Dan Ariely is a James B. Duke Professor of Psychology and Behavioural Economics at Duke University. He is the author of three New York Times bestsellers: "Predictably Irrational," "The Upside of Irrationality," and "The Honest Truth About Dishonesty." Ariely's work challenges traditional economic theories, exploring the irrational ways people behave and make decisions. His research spans various topics, from pain tolerance to financial decision-making, and has implications for both individuals and society at large.

Ariely's journey into behavioural economics was inspired by his personal experience recovering from severe burns, which led him to observe and question human behaviour. He is known for his accessible communication style and has delivered popular TED Talks on morality, motivation, and decision-making. Ariely resides in Durham, North Carolina, where he continues his research and teaching at Duke University